Emotional Branding - Royal Canin comforts customers with practical actions
Emotional branding can establish loyalty among the users. Consumers can have highly emotional reactions not just to big brands, but even to smaller companies. To get consumers to recognize a brand from the bottom of their hearts, in addition to starting from the product, appearance, user experience, etc., the key is to arouse consumers' inner resonance with the brand.
So what is emotional branding?
Emotional branding is the process of forming a relationship between a consumer and a product or brand by provoking their emotions. Marketers achieve this by creating content that appeals to the consumer’s emotional state, ego, needs, and aspirations.
For a brand who wants to take a place in the market, it is important to take advantage of this strategy. Because 90% of buying decisions are made subconsciously, but 89% of consumers do not feel a personal connection to the brands they’re buying. This means there is a huge opportunity to differentiate business from competition by working to establish an emotional connection. Compared with the competitors of some companies that feel like emotionless, brands that have an emotional component to the brand are more likely to be favored by customers.
How does the Royal Canin brand convey emotions to consumers?
Royal Canin has always cared about the health of pets, and guarantees that all products follow strict nutrition and health matching specifications. But how to make consumers feel the good intentions of this brand from the heart? It is not enough to promote the brand itself unilaterally, and the direct experience of pet food is not the consumer. Therefore, the royal brand must use emotional branding to establish contact with consumers from the emotional aspect. The brand has taken some practical actions:
Royal Canin launches consumer marketing campaign
Royal Canin launched a consumer marketing campaign in the UK in 2017 to help educate and encourage responsible pet owners and provide information on scientific health and nutrition benefits. This is a high-impact event that combines high-quality national media and digital channels, carefully selected to attract their best customers when Royal Canin is most attractive. These potential customers can interact with the brand's health and nutrition information and learn more about its broad product range.
Royal Canin officially stated that everything they do is to make pets have a better world, especially by promoting responsible pet ownership and encouraging owners to find suitable nutrition for pets through professional pet transactions.
By organizing some activities to help consumers understand pet nutrition, they can have more direct face-to-face communication with consumers and better understand consumer psychology. At the same time, consumers can feel the sincerity of the brand and can trust the brand and its concept more.
Royal Canin support animal shelters during pandemic
The 2020 pandemic has dealt a heavy blow to the global economy, and it is also a big blow to the pet industry. In particular, some stray cats and dogs cannot get timely assistance, nor can they find anyone to adopt them. So several brands are jumping to the assistance of animal adoption organizations during the pandemic.
Cats in particular are being impacted by the pandemic, according to Royal Canin. Shelters are anticipating the largest kitten season ever, given the reduction in spay and neuter services during the pandemic. Therefore, more people need to be recruited to sign up. Many people are doing this for the first time and may not have all the resources normally available.
This is where Royal Canin and cat rescue expert Hannah Shaw (Ms. Kitten) come in. Shaw hopes to help these first-time cat owners succeed by providing a four-week webinar series ("Catology"), which shows how anyone can care for a kitten. Royal Canin is sponsoring the effort to help provide the series for free. The brand will also provide a month of free food, valued at $30, to the first 1,000 new kitten and cat fosters and adopters who sign up for the webinar.
Royal Canin brands can not only make their own products successful, but also think about caring about people and pets who consume their products. From this point of view, consumers will have more trust in the Royal Canin brand, believing that they are caring and humane, caring about stray animals and being able to specifically fund it. If a brand can achieve this step, it has gone beyond just being profit-oriented, which means that it is a brand with an emotional and human touch.
Royal Canin expands AKC championship sponsorship, adds celebs
Royal Canin is expanding its sponsorship of the AKC National Championship Dog Show. This year marks Royal Canin’s third year as the presenting sponsor. What is new for this year is a group of dog-owning celebrities who will participate as players.
“With our new format, we’re able to better highlight the important bond between owners and their dogs, showcase more breeds, and draw in new viewers across audiences and interests,” Royal Canin says. “We are also integrating the celebrity content extensively in the broadcast, as well as in our marketing, advertising and promotional plans.”
Royal Canin focuses on two main participating audiences: consumers and professional audiences (dog lovers, breeders and breeders).
“The title sponsorship remains a strategic fit for Royal Canin on multiple levels,” Royal Canin says. “The partnership allows us to reach all of our key partners -- consumers, breeders, pet owners, veterinarians and retailers -- to create awareness about our commitment to purebred dogs, as well as showcase our precise breed specific nutrition and the impact nutrition can have on the health of a dog.”
In short, Royal Canin Brand is very committed to delivering a message to consumers and potential consumers that they really value the health and well-being of pets. If they trust their products and become their loyal customers, they will never let them down.
By WANG Donglin
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